Spanish-Speaking Hispanics Embrace Online Video
How Many Hispanics? Comparing Census Counts and Census Estimates
Hispanics are more likely to adopt online trends quickly compared to the general population. Forty-six percent of online Hispanics are under 35. One third of Hispanics access the internet through smartphones versus only 20% of the general market.
More than eight in 10 Hispanic adults use a cell phone, and Hispanics are more likely than other population segments to use text messaging.
These and other facts emerging in recent research about Hispanic digital media users are making them an increasingly valuable target for media outlets and advertisers alike.
Here are the most recent facts that have emerged:
>> Population: There are 50 million Hispanics living the U.S. That’s nearly one in six U.S. residents who are Hispanic. Los Angeles county is expected to be home to the largest Hispanic population in the U.S.—exceeding that of Costa Rica. (U.S. Census, 2010)
Google’s approach to the U.S. Hispanic market is centered more on the cultural identity of Latinos than on the difference in language.
This is the strategy designed by Mark Lopez, the head of Google’s U.S. Hispanic unit, who from his new offices in Miami is trying to significantly increase the amount of advertising directed toward U.S. digital media in Spanish.
“Of the Hispanic media’s $4 billion in income from advertising, barely 3 percent is going to digital media. In the coming years, there will be accelerated growth,” Lopez told Efe.
Lopez, who was the chief operations officer at Terra Networks USA before joining Google, is the person in charge of putting into practice a new strategy based “on an imaginative and creative view.”
“There’s a cultural differentiation in consumption of media. The segmentation of the language is not enough and we must fully enter into the Hispanic world’s digital market (although) we don’t yet understand how it works,” Lopez said.
Great post by friends over @ Mercury Mambo below. Beehive has been working with companies like Relativity, Pantelion Studios, Shasta and more to target multi-generational Latinos. While starting to target ‘in-language’ (in Spanish) is a good start, you also need an English language Latino strategy as well to spark relevance in the total household.
As the fastest growing demographic in the U.S., young Hispanics are increasingly important to marketers. Because of the bicultural world that they are born and raised in, communicating with them isn’t about language, it requires cultural relevance and a keen understanding of who these kids and young adults are.
Here are 5 key things to consider when talking to this audience.
1. Latinos are the new mainstream
In 2009, Hispanics constituted 16 percent of the nation’s total population. What is even more interesting, is that Hispanics comprised 22 percent of children younger than 18 and, according to the U.S. Census Bureau, one in four Americans will be Hispanic by 2050. While today the U.S. foreign born Hispanics dominate the 18-34 age group, young Hispanics age 0-17 are mostly 2nd or 3rd generation Hispanics. This means that the majority of Hispanics under the age 18 grew up speaking English and language alone is not an effective strategy for reaching this market.
2. Young American Latinos love being bicultural
Being bicultural is part of their core cultural identity. The line between Hispanic and general market is increasingly blurred, they embrace being American while at the same time love their Latino heritage. They watch both English and Spanish language TV and their iPods are filled with both mainstream English artists like Lady Gaga, as well as Spanish artists like Winsin & Yandel.
3. Language is fluid and often situational
Language is an important link for young Hispanics to family, food and culture. While the overwhelming majority of them speak English, their Spanish often keeps them connected to their family, culture and friends. It’s common to speak English only at work or in school, and then go home and speak only Spanish.
4. Young Hispanics are always connected
Internet connectivity and being online is essential to the lives of young Hispanics – both at home and on the go. They love to chat and communicate with friends and family, spend time on social media sites such as Facebook, share photos, shop, watch videos, and listen to music.
5. Language, identity and culture are important
Spanish is not only used to communicate, it’s used to connect. For some young Latinos, communicating in Spanish is yet another way they identify with other Latinos. Their identity and culture is a mix of American life and their Latino roots and tend to stress shared activities, common interests, connectedness. This is strongest in connection with their family, which always comes before self.
When you’re speaking to young Hispanics remember, it’s not about language, it’s about cultural relevance.
Source: Cup o’ Mambo
Beehive is proud to present Relativity’s LIMITLESS spots en Español.
Very good article here about the prospect of Latinos at the Movies. Here are some highlights, but grab the entire article at the link below.
And the niche is not the big Hollywood blockbuster, he insisted. “Latinos go to those anyway. You don’t need to make a Spanish ‘Spider-Man.’ But there is a huge opportunity to essentially mirror what Miramax and New Line did in the ’70s, ’80s and ’90s but for the Latino market.”
Univision Chief: We’ll Be the Top U.S. TV Network Within 5 Years in Any Language